American investment bank Morgan Stanley has teamed up with technology firm Yext to modernise the digital presence of its financial advisers and in turn enhance prospecting work.

The bank will leverage Yext’s artificial-intelligence (AI)-ready data structure to manage 15,000-plus adviser websites.

The vendor’s technology will be used to create as well as relate information associated with its individual financial advisers, advisory teams and branches.

The technology is said to bolster the adviser websites’ search visibility and integrate with client relationship management (CRM) software.

With Yext, the bank can also support conversational AI through voice assistants and chatbots in order to offer direct answers about its advisers to consumers.

Yext founder and CEO Howard Lerman said: “AI-powered services have transformed the way people search for financial services, making it vital for financial advisers to provide direct answers everywhere consumers are looking.

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“We’re proud to put Morgan Stanley Financial Advisers in control of the facts about them online, so that they can easily help provide accurate answers to complex consumer questions and win more business.”

In announcing the new partnership, Morgan Stanley cited an internal survey. Of those polled in the study, 62% said that online information influences who they choose to be their adviser.